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Issue link: https://digital.macdirectory.com/i/1154153
high - bandwidth content protection as well as rights education at t he consumer level. Defending content and revenues from bad actors is not something anyone in t he industry can take lightly." We did our part by telling the kids: • If they "shared" our passwords they'd lose access to the streaming service for a month • Most "free" film/show sites gave them something extra – malvertising – and if their activities infected the home network and Wi-Fi service for a helluva' long time, tough In other words … it just isn't worth it! We firmly agree with McLennan that the M&E industry is changing – rapidly; and don't see how SVOD services like Netflix, Disney and others can sustain their hefty investment in new, unique, ad-free content as sustainable. Services like HBO and Hulu have been, and perhaps will continue to be, ad-free subscriptions but they also have deep pocket "parents" that cover the red ink for Emmy and Oscar bragging rights. The statuettes are nice, but they don't put food on the table or money in investors' pockets. We're comfortable with the rumors that Netflix is considering including some ads, as long as they're in exchange for a lower monthly subscription and believe that most of the 158M plus subscribers will agree. YouTube's CEO Susan Wojcicki aggressively promoted their advertising opportunities during this year's Digital Content Newfronts in NYC, noting that the service attracts over 1.8B users/viewers every month and it's all about the content not the name attached. Walmart announced that its Vudu service will be ad friendly and you can bet that Amazon Prime will begin offering their "friends" see-it, buy-it opportunities. It's not a pie-in-the-sky projection, it's only logical because the IP-based services already compile extensive user data; and when put to intelligent use, viewers will find it beneficial as long as that data is kept secure and private. Okay, we admit that the security, privacy bit has been a huge hurdle for content providers/streamers; and we can only hope that bosses pay attention to McLennan's warning earlier because in the long run, their success/failure will depend on it. Especially since Europe's General Data Protection Regulation (GDPR) has given the EU a ready source of income when folks mess up. In the U.S., the CCPA (California Consumer Privacy Act) will lead to an equally broad view of personal data privacy, collection, sharing. In addition, we're optimistic that the increased use of metadata collection, analytics and AI will ultimately lead to better quality, more meaningful personalized advertising. All marketing has to do is understand the new challenges and opportunities that are available for them to really connect with the viewer/customer. It will certainly help when they come to understand it isn't that people don't like ads, it's that they don't like 10 of the same ad in a two -hour time period. All that 's required is an understanding what Alton Meyer meant when he said, "There's... There's a world, built on top of ours. People live there." After all, TV is just TV, no matter how/where/when you watch it. And they will all be major topics at the SMPTE Tech Conference and IBC later this year.